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Quiénes son los millennials

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Quiénes son los millennials

  1. 1.  Los Millennials son aquellos jóvenes nacidos con la década de los 80 en general se habla de 1982 pero eso es una cuestión que no tiene demasiado interés. Lo más importante de este grupo es lo que los diferencia de sus inmediatos predecesores, la Generación X, los treintañeros de hoy, entre los que se incluye un servidor. De hecho, los Millennials poseen unos rasgos que les aproximan más a sus abuelos que a sus propios padres.
  2. 2.  1. Los “millennials” son monolíticos 2. Sólo se puede llegar a los “millennials” a través de los social media 3. Los “millennials” hacen oídos sordos al marketing tradicional. 4. Los “millennials” están pegados a los dispositivos móviles. 5. Los “millennials” prestan atención a los valores de la marca, no a su valor.
  3. 3.  A diferencia de lo que creen muchas marcas, los “millennials” son profundamente diversos en sus hábitos y en sus puntos de vista. Según un reciente estudio de Boston Consulting Group, bajo la etiqueta de “millennials” se esconden múltiples subrazas, como los “anti-millennials”, (16%), conservadores y con aversión al cambio, y los “gurús de los gadgets” (13%), que son fundamentalmente hombres y solteros.
  4. 4.  Es cierto que los “millennials” son más proclives que otros grupos demográficos a interactuar con las marcas que aman a través de los social media, pero lo que muchos olvidan es que la mecha del amor entre “millennials” y “marcas” estaba prendida mucho antes del advenimiento de los social media.
  5. 5.  Los nuevos medios digitales parecen ser el único canal de contacto entre marcas y “millennials”, pero sólo lo parecen. Y si no, para muestra, un botón. Un estudio de Nielasen concluyó que el 92% de los “millennials” se deja influir por el tradicional mailing postal para elegir marcas del sector del retail.
  6. 6.  Es cierto que los “millennials” aman los dispositivos móviles, pero no más que otros grupos demográficos. La revolución móvil no es sólo cosa de veinteañeros, sino también de personas “de edad”. En realidad, los “millennials” no son tan diferentes de los consumidores de 40 ó 50 años. Simplemente tienen a su disposición más dispositivos, y no sólo móviles, sino también “estáticos”.
  7. 7.  Para ganarse el corazón de los “millennials” las marcas deben mostrar valores, pero ello no quiere decir que el precio pase a un segundo plano. Según un estudio de Pew Research, más de una tercera parte de los “millennials” ha efectuado alguna compra basándose en los valores de la marca.
  8. 8.  WWW.MILLENNIALS.COM WIKIPEDIA.COM

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